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Forté Foundation

Identity

When it came time to develop a new logo for Forté, SPD was careful to understand Forté’s constituents’ perceptions of their current brand and their expectations moving forward. Because Forté has a diverse audience, the key messages and overall value proposition required refinement as well. After a series of six focus groups, we uncovered not only the individual needs of each audience segment, but their strongest common desires as well: community, networking and mentorship.

With these insights in mind, SPD created a new identity. Conveying community through multiple leaves, the combination of light green and darker green leaves helps support the concepts of maturation and mentorship. Neutral grey typography creates a sense of organizational maturity yet allows the mark to retain a light, fresh appearance. This new identity is the foundation for all of Forté’s communication efforts, including online activities and event promotions.